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  • Why Marketing ROI Is Broken And How AI Fixes It | Jeff Greenfield

    Why Marketing ROI Is Broken And How AI Fixes It | Jeff Greenfield
    Jan 1 2026
    Is marketing really driving revenue or just generating reports no one trusts?

    In this episode of the Executive Connect Podcast, Melissa Aarskaug sits down with Jeff Greenfield, CEO of Provolytics, to unpack why marketing ROI has become one of the biggest trust gaps inside modern organizations. Jeff explains how fractured data, outdated attribution models, and over-reliance on clicks have caused finance teams to lose confidence in marketing performance.

    They explore how AI-powered modeling is helping marketing teams move beyond cookies, rebuild credibility with CFOs and CEOs, and finally connect media spend to real business outcomes across digital, retail, and marketplace channels. This conversation breaks down what AI actually means in marketing today, how privacy changes accelerated innovation, and why AI should elevate marketers rather than replace them.

    If you are responsible for marketing spend, executive decision-making, or proving growth impact in a privacy-first world, this episode will reshape how you think about measurement.

    Watch more in our Tech Leadership and The AI Revolution playlist:
    http://bit.ly/46rlY7R


    • What You’ll Learn:
    • Why marketing ROI problems are rooted in trust, not data
    • How AI replaces broken attribution models without cookies
    • What most leaders misunderstand about AI-powered marketing
    • Why clicks fail to capture real business impact
    • How AI creates a single source of truth for CMOs and CFOs
    • How marketers can reclaim creativity by letting AI handle the math
    • What the future of automated media optimization looks like

    Episode highlights:
    (1:31) The Measurement Crisis Explained
    (2:40) How Digital Broke Attribution
    (4:47) Rebuilding Measurement With AI
    (6:30) Privacy Changes And The End Of Cookies
    (9:17) What AI-Powered Really Means
    (11:21) Measuring Marketing Without Clicks
    (13:23) Proving ROI To CFOs And CEOs
    (17:09) AI Elevates Marketers, Not Replaces
    (22:41) The Future Of AI-Driven Media Buying
    (27:46) Final Advice For Finance And Marketing

    Jeff Greenfield is the Co-Founder and CEO of Provalytics, where he is reshaping marketing attribution with privacy-first, cookie-less solutions built for today’s digital landscape. With over 30 years of experience in strategy, growth, and marketing innovation, he has helped global brands like JP Morgan and Nestlé drive marketing ROI gains of more than 25%. Previously, Jeff co-founded C3 Metrics, pioneering early cookie-less attribution technology, and today he leads Provalytics with a focus on restoring trust, clarity, and measurable impact across modern marketing.

    Connect with Jeff Greenfield:
    Web: https://provalytics.com/
    LinkedIn: https://www.linkedin.com/in/jeffgreenfield/

    Connect with Executive Connect
    Website: https://www.executiveconnectexperience.com
    YouTube: https://www.youtube.com/@ExecutiveConnect
    Newsletter: https://www.executiveconnectexperience.com/join
    LinkedIn: https://www.linkedin.com/company/my-executive-connect/

    Connect With Us
    Website → www.executiveconnectpodcast.com
    YouTube → Executive Connect YouTube Channel
    LinkedIn → Melissa Aarskaug
    Instagram → @executiveconnectpodcast
    TikTok → @executiveconnectpodcast
    Facebook → Executive Connect
    If you like the content, please do share, subscribe, and like the channel.
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    30 Min.
  • AI Ethics, Empathy & the Future of Work | Dr. Ayesha Khanna

    AI Ethics, Empathy & the Future of Work | Dr. Ayesha Khanna
    Dec 30 2025
    Is AI helping your business grow or quietly putting it at risk?

    In this episode of the Executive Connect Podcast, Melissa Aarskaug sits down with Dr. Ayesha Khanna, one of the world’s leading voices on artificial intelligence, ethics, and human-centered innovation. Ayesha explains why AI is not a strategy but an accelerant, and why leaders must start with purpose, governance, and trust before adopting new tools.

    This conversation explores how ethical AI actually drives growth, why replacing humans with automation backfires, and how the smartest companies use AI to reduce burnout, strengthen teams, and build long-term trust with customers. From global policy to real-world business examples, this episode offers a clear framework for leaders navigating AI without losing their humanity.

    Watch more in our Tech Leadership & The AI Revolution playlist:
    http://bit.ly/46rlY7R

    What You’ll Learn:
    • Why AI without a clear problem creates more risk, not results
    • The difference between efficiency-driven AI and growth-driven AI
    • How human-centered AI protects trust, talent, and customers
    • What ethical AI governance looks like in real organizations
    • How companies like IKEA use AI without replacing human value
    • Why adaptability and mindset matter more than technical skill
    • How AI can reduce burnout instead of increasing pressure
    • What leaders must prepare for as AI agents become mainstream


    Episode highlights:
    (0:00) AI Is Not a Strategy
    (2:48) Why Human-Centered AI Matters
    (5:45) The Biggest AI Mistake CEOs Make
    (7:34) Growth Mindset vs Efficiency Thinking
    (9:57) How Companies Use AI the Right Way
    (12:27) AI Governance and Guardrails
    (14:55) Human Skills That Matter Most
    (18:51) AI, Burnout, and the Future of Work
    (21:07) Closing Thoughts on Ethical AI

    Dr. Ayesha Khanna is a globally recognized AI expert, entrepreneur, and CEO of Addo, helping businesses leverage AI for growth. With 20+ years in digital transformation, she advises Fortune 500 CEOs and serves on global boards. A thought leader in AI, Dr. Khanna has been recognized as a groundbreaking entrepreneur by Forbes, named Edelman’s Top 50 AI Creators (2025), featured in Salesforce’s 16 AI Influencers to Know (2024) and - most recently - honored with the Her World Hello Possibilities Award in recognition of her impact in empowering women and society through innovative use of technology. Committed to diversity in tech, she founded the charity 21C Girls, which taught thousands of students the basics of AI and coding in Singapore, and currently supports mid-career women in tech through her education company, Amplify.

    Connect with Dr. Ayesha Khanna
    Web: https://www.ayeshakhanna.com/
    Listen to hear podcast: https://www.aiacrossborders.co/
    LinkedIn: https://www.linkedin.com/in/ayeshakhanna/
    IG: https://www.instagram.com/ayeshakhanna/

    Connect with Executive Connect:
    Website → https://www.executiveconnectexperience.com/
    YouTube → / @executiveconnect
    Newsletter → https://www.executiveconnectexperience.com/newsletter/
    LinkedIn → / my-executive-connect

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    44 Min.
  • The Real Reason Leaders Feel Lost (And How to Reclaim Yourself) | Martine Cohen

    The Real Reason Leaders Feel Lost (And How to Reclaim Yourself) | Martine Cohen
    Dec 29 2025
    What if the success you keep chasing on the outside is actually pointing you back inward?

    In this episode of Executive Connect, host Melissa Aarskaug sits down with Martine Cohen, a former attorney turned transformative coach and author of No More Layers. After a life-altering car accident forced her to rebuild everything from the inside out, Martine discovered why identity, performance, and leadership break down when we lose connection to who we truly are.

    Together, they explore why high performers feel stuck despite outward success, how internal misalignment quietly drives burnout, and what it really means to lead from self-awareness instead of fear, pressure, or expectations.

    This conversation is a powerful reset for leaders who are ready to stop performing and start living aligned.

    What You’ll Learn
    • Why external success cannot exist without internal alignment
    • How identity gets confused with roles, emotions, and achievements
    • The hidden cost of living in constant reaction mode
    • Why fear often sits in the driver’s seat without us realizing it
    • How to reconnect with your internal compass as a leader
    • A practical method to regulate emotions and regain clarity in real time
    • How to navigate major life or career transitions without losing yourself

    Chapters
    00:00 Inner success creates outer success
    01:11 Martine’s accident and awakening
    03:03 Discovering awareness beyond the mind
    04:51 Internal chaos versus external chaos
    06:16 Why roles and achievements do not define you
    07:15 Reclaiming inner awareness as a leadership skill
    08:40 Why leaders lose connection with themselves
    10:21 The danger of ignoring internal alignment
    11:55 How misalignment fuels burnout and fear
    14:18 Setting daily intention instead of reacting
    15:56 Process over outcome thinking
    17:42 The SIT method for emotional regulation
    20:18 Breaking the hamster wheel of performance
    21:56 Navigating transitions without new masks
    24:05 Separating leaving from choosing what is next
    26:51 Self-leadership before leading others
    29:35 Inner alignment and sustainable success
    31:09 Recognizing misalignment in real time
    33:27 The courage to listen to your inner voice
    36:37 Transitioning with clarity and stability
    38:41 Final reflections and next steps

    Connect With Martine Cohen
    Website https://www.martinecohen.com
    Free Mind Reset Resource https://www.martinecohen.com/connect-with-me
    Grab a copy of No More Layers https://martinecohen.com/no-more-layers-book/

    About Executive Connect
    Executive Connect brings you conversations with leaders, thinkers, and operators who are redefining success through clarity, alignment, and intentional leadership.

    Website https://www.executiveconnectpodcast.com
    LinkedIn https://www.linkedin.com/in/melissa-aarskaug
    Podcast https://www.linkedin.com/company/my-executive-connect
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    40 Min.
  • Why Discipline Beats Motivation Every Time | Corey Dissin

    Why Discipline Beats Motivation Every Time | Corey Dissin
    Dec 26 2025
    What if motivation is not the problem and discipline is the missing piece?

    In this episode of the Executive Connect Podcast, Melissa Aarskaug sits down with Corey Dissin, high-performance coach, entrepreneur, and author, for a raw conversation about discipline, accountability, and building real freedom. Corey breaks down why motivation culture keeps people stuck, how leaders confuse movement with progress, and what it actually takes to build a brand, business, and life that produces results.

    This episode is for founders, executives, and high performers who are tired of talking about goals and ready to execute. No fluff. No shortcuts. Just discipline, consistency, and proof of work.

    What You’ll Learn:
    • Why motivation is overrated, and discipline wins every time
    • How leaders confuse activity with real progress
    • The discipline habits that create freedom and time
    • How to stop self-sabotaging when things get hard
    • What real accountability looks like without excuses
    • How to build a personal brand that produces income
    • Why consistency matters more than talent or ideas
    • How to stop waiting and start executing today

    Episode highlights:
    (2:01) How Corey learned discipline early
    (4:48) Building a business one step at a time
    (6:42) Why busy does not equal progress
    (8:47) Motivation culture vs real execution
    (9:43) What accountability actually means
    (12:12) How to break self-sabotage
    (14:40) Building a brand like a business
    (17:26) Discipline creates real freedom
    (19:06) The daily habits that change everything
    (20:28) Regret that high performers share too late
    (22:03) How to stop waiting and go get it
    (24:23) Beating fear-based inaction
    (27:33) Why Corey wrote his book
    (31:19) Rapid-fire discipline mindset
    (35:57) Final advice and where to connect

    Connect with Corey Dissin:
    Web: https://coreydissin.com/
    LinkedIn: https://www.linkedin.com/in/coreydissin/

    🔗 Grab the book here: https://www.amazon.com/GOING-DISS-TANCE-Championship-Lessons-Tribute/dp/B0C2S4MW9J/ref=tmm_pap_swatch_0?_encoding=UTF8&qid=&sr=

    Connect with Executive Connect:
    Website → https://www.executiveconnectexperience.com/
    YouTube → / @executiveconnect
    Newsletter → https://www.executiveconnectexperience.com/newsletter/
    LinkedIn → / my-executive-connect
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    38 Min.
  • How Entrepreneurs Scale Smarter, Automate Faster, and Exit Stronger | Anthony Franco

    How Entrepreneurs Scale Smarter, Automate Faster, and Exit Stronger | Anthony Franco
    Dec 25 2025
    Entrepreneurship is harder than anyone admits. In this episode of the Executive Connect Podcast, Anthony Franco shares the real truth behind building, scaling, and exiting companies in an AI-driven world.

    Anthony has founded seven companies and successfully exited six. He breaks down how founders can scale smarter with AI, avoid common leadership blind spots, and prepare their business for a future exit without burning out or losing control. From the rise of solo founders to AI-first frameworks like the WISER Method, this conversation is packed with practical insight for founders, executives, and operators navigating rapid change.

    If you are building a company, thinking about an exit, or wondering how AI is reshaping leadership and entrepreneurship, this episode will challenge how you think and how you build.

    What You’ll Learn:
    • Why entrepreneurship feels lonely and why that’s normal
    • The biggest mindset shifts founders must make to scale in an AI-driven world
    • How AI changes the way companies are built, staffed, and scaled
    • The difference between deterministic and probabilistic thinking in modern business
    • How to use AI as a thought partner instead of a shortcut
    • The WISER method and how founders can apply it without massive budgets
    • What founders must do early to prepare for a successful exit
    • The most common mistakes that quietly destroy business valuations
    • Why comfort is often a warning sign, not a win
    • How elite founders think about risk, resilience, and long-term growth
    Episode highlights:
    01:02 From terrible employee to serial founder
    03:58 Why legacy business frameworks fail in an AI world
    05:20 The rise of the one-person billion-dollar company
    07:15 How AI changes iteration, speed, and scale
    10:50 Deterministic vs probabilistic thinking in modern businesses
    14:35 The WISER method for building with AI
    18:45 Teaching teams to collaborate with AI effectively
    21:22 Becoming AI literate without technical skills
    24:59 The loneliness every founder feels
    29:15 What founders should think about before an exit
    32:19 The biggest mistakes that kill acquisitions
    36:42 Burnout, routine, and risk management
    38:32 Final advice for aspiring entrepreneurs

    About Anthony Franco:
    Anthony Franco is a serial entrepreneur who has founded seven companies and successfully exited six. He works as a fractional executive, licensing business broker, and AI strategist, helping founders build scalable, sellable businesses in a rapidly changing world. Anthony is also the host of the How to Founder podcast, where he shares the real, unfiltered lessons most founders learn the hard way.

    Connect With Anthony Franco:
    Website and Podcast: https://howtofounder.com
    AI First Principles: https://aifirstprinciples.org
    LinkedIn: https://www.linkedin.com/in/anthonyfranco

    Connect with Executive Connect:
    Website → https://www.executiveconnectexperienc...
    YouTube → / @executiveconnect
    Newsletter → https://www.executiveconnectexperienc...
    LinkedIn → / my-executive-connect

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    40 Min.
  • The Power of Clear Communication in an AI-Driven World | Loretta Tarozaite

    The Power of Clear Communication in an AI-Driven World | Loretta Tarozaite
    Dec 22 2025
    How do leaders communicate clearly, build trust, and stay human in a world moving faster than ever?

    In this episode of Executive Connect, host Melissa Aarskaug sits down with Loretta Tarozaite, founder of Loretta Today and a leading communication strategist for executives and high-growth organizations. Loretta shares how leaders can cut through noise, align teams, and create messaging that actually resonates with people, not just algorithms.
    Drawing from her background in journalism, tech, and executive advisory, Loretta explains why clarity, consistency, and presence are essential in times of change, including AI adoption, M&A activity, and rapid scaling. This conversation offers practical insight for leaders who want stronger alignment, a healthier culture, and communication that builds confidence internally and externally.

    What You’ll Learn
    • Why most leadership messaging breaks down during change
    • The 3P framework: people, process, and presence
    • How to maintain trust during M&A and organizational shifts
    • Why adding AI to broken systems creates more problems
    • How executives can build authentic personal brands
    • The role of video in modern leadership communication
    • How to reduce silos and align teams across departments

    Chapters
    01:18 Loretta’s journey from journalism to executive strategy
    03:51 The 3P framework explained
    05:22 People problems and role clarity
    06:37 Why broken processes fail with AI
    07:29 Leadership presence and brand visibility
    09:53 Communicating through M&A and uncertainty
    12:02 Building trust with employees
    14:39 Executive branding and LinkedIn presence
    17:49 Authenticity, boundaries, and leadership voice
    22:46 Breaking down silos inside organizations
    27:18 How one leader can change culture
    29:42 Why video is the future of leadership communication
    30:26 Final advice for modern executives

    Connect with Loretta Tarozaite
    Website https://loretta.today
    LinkedIn Loretta Tarozaite

    About Melissa Aarskaug
    LinkedIn https://www.linkedin.com/in/melissa-aarskaug
    Podcast https://www.linkedin.com/company/my-executive-connect
    Website https://www.executiveconnectpodcast.com
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    31 Min.
  • The Smart Way to Scale Your Company | Lon Welsh

    The Smart Way to Scale Your Company | Lon Welsh
    Dec 18 2025
    What if building long-term wealth in real estate was less about picking properties and more about constructing the right portfolio strategy?In this episode of Executive Connect, Melissa Aarskaug sits down with veteran real estate investor, brokerage founder, and capital allocator Lon Welsh to unpack what it really takes to build durable wealth through real estate across market cycles. From scaling one of Colorado’s largest independent brokerages to launching Ironton Capital and raising nearly $100 million for passive investors, Lon shares the strategic thinking behind portfolio construction, diversification, and risk management that most investors never learn.This conversation goes beyond transactions and tactics. It explores how timing, diversification, sponsor selection, and market cycles shape long-term outcomes, and why passive investing can offer stability, scale, and peace of mind when done correctly.What You Will LearnThe difference between buying properties and building a real estate portfolioActive versus passive real estate investing and who each approach fits bestWhy diversification across markets, asset types, and sponsors mattersHow market timing impacts returns more than most people realizeThe biggest mistakes passive investors make and how to avoid themWhat to look for when vetting sponsors and investment opportunitiesHow to think about real estate as a long-term wealth strategy, not a transactionEpisode highlights:(01:01) Lon Welsh's background and building a real estate ecosystem(02:05) From corporate finance to full time real estate investing(03:25) Buying properties versus constructing a portfolio(04:10) Active investing versus passive investing explained(05:24) Why concentrating in one market increases risk(06:16) Asset type diversification and renovation strategies(07:12) Real world example of portfolio diversification during hurricanes(08:23) Scaling a brokerage to 750 agents and billions in sales(09:08) Choosing the right market and business model to scale(10:28) Using data and analytics to gain an unfair advantage(12:12) Local investing versus investing across states(14:06) What passive real estate investing actually looks like(15:07) Understanding sponsor track records and market cycles(16:20) When timing creates outsized returns and when it does not(17:02) Why diversification protects investors from total loss(18:50) Lessons learned from early investing mistakes(19:54) Acquisitions, culture fit, and scaling through M&A(21:36) How to evaluate culture before buying a business(25:18) Building resilience through market downturns(26:49) Why fundamentals beat fear during volatile cycles(27:43) Adapting strategy across economic phases(30:24) Transactional versus relationship driven business models(32:48) Why diversification matters more in uncertain markets(33:05) Free resources for learning passive real estate investing(35:01) National real estate and economic trends explained(36:01) Final thoughts on building wealth that lastsLon Welsh is a seasoned real estate investor, author, and founder of Ironton Capital. He has built and sold multiple real estate companies, including Colorado’s largest independent brokerage, and has spent decades helping investors construct diversified real estate portfolios designed to perform across market cycles.Connect with Lon Welshhttps://irontoncapital.comConnect with Executive Connect:Website → https://www.executiveconnectexperience.com/YouTube → https://www.youtube.com/@ExecutiveConnectNewsletter → https://www.executiveconnectexperience.com/join/LinkedIn → https://www.linkedin.com/company/my-executive-connect/🎧 Subscribe to the Podcast:Apple Podcasts → https://podcasts.apple.com/ro/podcast/the-executive-connect-podcast/id1816477167Spotify → https://open.spotify.com/show/1zggDnblvD9Pa0Nn37o1TD?si=JVvZfm5rTryxJZh6nlO6yQIf you like the content, please do share, subscribe and like the channel. Tune in to the complete episode on the channel under podcasts.For more visit - executiveconnectpodcast.com#executive #leadershipdevelopment #team #cxos #ceo
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    36 Min.
  • How High Earners Can Legally Slash Taxes With Oil and Gas | Ed Lyon

    How High Earners Can Legally Slash Taxes With Oil and Gas | Ed Lyon
    Dec 16 2025
    What if one of the most powerful ways to reduce taxes, protect wealth, and generate cash flow has been hiding in plain sight for over 100 years?

    In this episode of Executive Connect, Melissa Aarskaug sits down with respected tax strategist Ed Lyon and Summit Ventures CEO Mark Elliott to break down why oil and gas remains one of the most effective tax strategies available to high-income earners, business owners, and investors. They explain how direct participation in energy projects allows investors to offset ordinary income, generate tax advantaged cash flow, and hedge against inflation, all while supporting domestic energy independence.

    This conversation demystifies oil and gas investing, explains why these incentives exist in the tax code, and shows how to evaluate opportunities properly so tax benefits support long-term financial goals, not risky speculation.

    *What You Will Learn*
    * Why oil and gas can offset ordinary income when real estate and stocks cannot
    * How intangible drilling costs create immediate tax deductions
    * The difference between oil stocks and direct participation investments
    * Why high-income W2 earners benefit more than most people realize
    * How oil and gas fit into a holistic tax and wealth strategy
    * What to look for when vetting operators and investment partners
    * How oil provides diversification, inflation protection, and cash flow

    *Episode highlights:*
    (00:00) Why oil and gas can offset ordinary income
    (01:05) Meet Ed Lyon and why tax alpha matters
    (02:10) What tax alpha actually means
    (03:28) Why oil and gas have unique tax treatment
    (04:14) The real reason Congress supports energy incentives
    (05:48) How oil powers everyday products and the economy
    (07:09) Energy independence and global stability
    (08:31) Why do few people know about these tax benefits
    (10:11) Direct participation vs oil stocks
    (11:05) Intangible drilling costs explained simply
    (12:33) How upfront deductions really work
    (12:48) Tangible drilling costs and bonus depreciation
    (14:12) Depletion allowance and tax advantaged cash flow
    (15:49) Reducing taxes on earned income legally
    (17:11) How fast investors see tax savings
    (18:56) Who benefits most from oil and gas strategies
    (21:33) Oil as a financial tool, not a tax trick
    (23:18) Why due diligence matters more than tax benefits
    (26:32) Oil as diversification and an inflation hedge
    (28:23) Why proactive tax planning beats year-end scrambling
    (30:02) Real case study with a high-income surgeon
    (32:50) Entrepreneurs, exits, and family office planning
    (34:03) Oil vs real estate and equities after tax
    (36:02) Common misconceptions and real risks
    (38:00) How to vet operators and projects
    (41:22) Oil and gas demystified and investor education
    (43:11) Final guidance on smart tax strategy
    (44:01) Where to learn more and get started

    Ed Lyon is one of the most respected tax strategists in the United States, author of more than a dozen books on tax planning, and a frequent national media contributor.

    Connect with Ed Lyon
    https://taxmasternetwork.com/team/ed-lyon/

    Connect with Executive Connect:
    Website → https://www.executiveconnectexperience.com/
    YouTube → https://www.youtube.com/@ExecutiveConnect
    Newsletter → https://www.executiveconnectexperience.com/join/
    LinkedIn → https://www.linkedin.com/company/my-executive-connect/
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    45 Min.